This presentation presents an overview of some of the key considerations in launching a municipal sponsorship and naming rights program.

1. Municipal
Sponsorship:
Lessons from the
Trenches

2. what we do
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing
Social Media / Digital Marketing

3. Some of our Municipal Clients
• City of Barrie
• City of Burlington
• City of Coquitlam
• City of Hamilton
• City of Kitchener
• City of Leduc
• City of London
• City of Ottawa
• City of Red Deer
• City of Vaughan
• Town of Beaumont
• Town of Milton
• Town of Newmarket
• Township of King
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4. Plan Now to Attend!
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5th Annual
Municipal Forum on
Sponsorship
Friday, November 6, 2015
The Grand Hotel and Suites
Toronto, ON
http://www.sponsorship.ca/mu
nicipalities.html

5. 5 Real Life Municipal Challenges
1. Perceptions about
Sponsorship
2. Municipal culture
3. Determining the value of
opportunities
4. Resources
5. Making contact and selling
the opportunity
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6. 1. 5 (Mis)Perceptions About
Sponsorship You Need to Change
The Reality
• “Companies are lined up to give us
money”
• “Sponsorships are the same as
donations”
• “Sponsors will dictate how we do
things”
• “The City is “selling out”
______
• “Working with the municipality
could have a negative impact ”
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7. Perception-Changing Strategies
1. Education
2. Policy
3. Communication
4. Branding and Positioning
5. Actions
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8. 2. Municipal Culture
The Reality
• Public sector orgs. are not
entrepreneurial by nature
• Varying degrees of expertise in
sponsorship
• Varying degree of motivation to
work with sponsors
• Concern over impact of
operating budgets
• Slow approval processes
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9. How to build a culture that supports
your sponsorship efforts
• Top-down support
• Enabling policy
• Funds NOT used to replace
operating budget
• Percentage of funds allocated
towards program/facility budget
• Involve staff members in the
sponsor recruitment process
• Performance reviews based on results
• Communicate success stories
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10. 3. Determining the Value of
Sponsorship Opportunities
The Reality
• Most municipalities play the
“guessing” game
• Most municipalities don’t
have the metrics to conduct
a valuation
• Most companies don’t
know how to assess value
either
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11. What is an Asset?
Any program, property or specific benefit that can be leveraged
through a sponsorship. Every “touch point” with a customer.
Broader Assets (or Properties)
• Facility Naming Rights
• Programs / Services / Events
Individual Assets (Potential Benefits)
• Web site
• Publications
• Signage / advertising
• Distribution opportunities
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12. Steps to Value Measurement
1. Need to develop
exposure metrics and
reporting systems
2. Need consistent
language
3. Need to do a better
job at branding and
positioning
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Tangible Value
Based on quantitative measurement
such as target audience reach and
impact (impressions).
Tangible values establish baselines
Intangible Value
Based on qualitative or associative
Benefits
The Reality:
“Value is not the same as pricing”

13. 4. Resources
The Reality
• It takes longer and costs more than you think
• You need to market the program
• Company decisions take 3-12 months
• You need a servicing strategy
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14. Resourcing Considerations
Three Core Functions
• Selling
(talking to companies)
• Marketing / Servicing
(promotion, metrics and
delivering benefits)
• Support
(providing admin. support)
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15. 5. Making Contact and Selling the
Opportunity
The Reality
• It can take up to 2 months
and 3-5 calls to get a
meeting with a prospect
• Need to educate the
prospect
• What they initially say they
are interested in is usually
not the real issue
• “We make 10% on every new
insurance policy”
• “I need traffic in my new store”
• “We want to reach pregnant
mothers”
• We need to be in front of baby
boomers when they are feeling
their stiff joints”
• “We aren’t getting people to our
car lot when they live 5-minutes
away”
• “We’re not sure what to do”
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16. You want money for what?

17. Marketing and Sales Strategies
Marketing Strategies
• Positioning the program
• Ensuring equitable access to
opportunities
• Promotional collateral
• Training / leveraging staff
• Building the brand and your
credibility
• Selling the “experience”
• Early success stories
Sales Strategies
• Choose your prospects
wisely
• Get a referral or call high in
the organization
• Have a good reason for
calling
• Show you are prepared
• Listen
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18. Key Lessons Learned From the
Trenches
• Soliciting sponsors takes time
• Need to address concerns:
– Staff, Senior Management, Council
– Public
• Education is critical
• Need to address the barriers
• Focus on “fit”
• You need to have conversations with prospects
• Be ready for customization
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19. questions?

20. where to reach me
Bernie Colterman: berniecolterman@cepsm.ca
Blog: www.berniecolterman.ca
Tel: 613.230-6424 ext.224
Websites: CEPSM.ca
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